Americans’ love affair with pickups is deep and long-standing. The best-selling vehicle in the United States has been a pickup for more than 40 consecutive years. It’s no wonder, given the versatility and ruggedness a truck has to offer—and nowadays, they come equipped with all the comfort and convenience items traditionally found on more technologically sophisticated passenger cars. According to a recent issue of “SEMA Market Trends,” pickups trucks, Jeeps, SUVs and CUVs are forecast to account for roughly 80% of all new vehicles sold by 2027.

As consumer preferences have gravitated in recent years toward larger vehicle platforms, a strong and vibrant aftermarket has grown to supply them with all the parts and products they need to strengthen, upgrade, and otherwise personalize their rides. The truck aftermarket accounts for some $14 billion in annual sales, or approximately 30% of the total market. It’s no surprise, then, that OE manufacturers maintain a strong presence at the SEMA Show, with Dodge (booth #23642), Mopar/Stellantis (booth #44137) and Toyota/Lexus (#22200 and #22250) all occupying prominent places on the Show floor.

For the 2022 SEMA Show, the Truck, SUV & Off-Road aftermarket returns to West Hall, the brand-new, 1.4-million-sq.-ft. exhibition facility at the Las Vegas Convention Center. What’s more, Showgoers can peruse the latest builds and products for the fast-growing overlanding market at SEMA Overland Experience, also in West Hall in booth #62236. From restomods to overlanders, from show trucks to daily drivers, there will surely be a truck to suit everyone’s taste at the 2022 SEMA Show.

PRO Restyler Networking Events at the SEMA Show

Join PRO on the West Hall Terrace, Tuesday, November 1, 5:00 p.m.–7:00 p.m., for the council’s annual awards reception. The evening of camaraderie and good fellowship celebrates the achievements of the restyling industry. 

The outdoor setting sets the stage for folks to kick back, socialize and savor hors d’oeuvres and liquid libations. The awards ceremony honors industry leaders in four categories: Restyler of the Year, Nat Danas Person of the Year, Manufacturer of the Year and the Jim Borré Lifetime Achievement Award.

You can also enjoy a cold brew and talk shop with fellow members during the PRO Happy Hour on Wednesday, November 2, 4:00 p.m.–5:00 p.m., West Hall, booth #50185. Cheer as winners of the PRO Cup Challenge and the fan favorite vehicle are announced.

Finally, wrap up three days of council activities at Lunch With the PROs, Thursday, November 3, 11:30 a.m.–1:00 p.m., West Hall W219. Join the select committee as they share updates on council projects and initiatives. 

Lunch With the PROs is the council’s main way of getting its general membership caught up on some of the key initiatives. Members can talk about challenges in the restyling industry, come up with some new ideas and get 
involved. 

This year’s Show brings restylers plenty of learning opportunities to experience and understand the latest trends affecting their businesses. Below are two that may be of special interest. For information about all the Show’s educational offerings, including how to register, visit 
www.SEMAShow.com/education.

PRO Cup Challenge Panel, Powered by PRO 

• Tuesday, November 1, 1:00 p.m.– 2:00 p.m.  
• Location: Check the SEMA Show app. 

Ever dream of showcasing your talents and craftsmanship at the SEMA Show? Interact with leading restylers and builders who participated in the PRO Cup Challenge. Find out why they chose to accessorize a specific vehicle, what challenges they faced and lessons learned. Discover the value of this high-profile initiative and how it helps to advance the relationship between restylers and the new-car dealer community.

Forecasting the Future of the Restyling Industry, Powered by PRO 

• Wednesday, November 2, 1:00 p.m.–2:00 p.m. 
• Location: Check the SEMA Show app. 

The automotive industry is evolving at breakneck speed. What does this mean for the restyling industry? Join an expert panel as they explore the potential impact of electric vehicles and the challenges of modifying vehicles equipped with advanced driver-assistance systems (ADAS). Learn how restylers are adjusting to supply shortages and limited vehicle inventories, and gearing up to thrive in an ever-changing landscape.

The car care/restyling segment was a bright spot during the pandemic. The market registered double-digit point-of-sales gains in 2020 over 2019, with pickup accessories leading the way. For 2021, the market saw steady if not spectacular growth. By itself, the car-care treatment segment represents a $1.86 billion market, according to the “2021 SEMA Market Report.” Considering that many products in the category are relatively inexpensive and can be installed or applied without the need of special tools or training, it’s likely that enthusiasts sheltering at home took advantage of extra downtime to treat their vehicles to some sprucing up.

We contacted several industry experts for this article. The following is a compilation of their insights and observations on the current state of the market and its outlook going forward, edited for clarity and length.

Trends and Products: What’s Moving the Market

“The state of the car-care industry is incredible right now,” said Michael Pennington, director of training, events and consumer relations for Meguiar’s (booth #23443).

“Through COVID, we’ve seen a huge growth in the category as people stayed at home and had more time to work on their projects.”

“The overall state of the restyling industry is very healthy,” said Cristina Jorge, vice president of Specialty Automotive Treatments. “There was a rough patch with inventory in 2020, so those restylers with wholesale businesses who sold direct to retailers suffered a bit.”

Nick Griot, executive vice president of product development and brand for Griot’s Garage (booth #50217), agreed in general while adding a mild caveat: “Worldwide cost increases are touching nearly every part of our market, in particular raw materials and increased transit costs of sourced components. This will invariably lead to price increases that may bring demand back down to earth.”

David Korvah, marketing manager for Avery Dennison Graphics Solutions (booth #52119), expressed similar caution. Due to a variety of external factors, he said, “People who normally would be spending on auto restyling may be holding off more now than they have in the past six years.”

Many of the products most favored by consumers in recent years continued to exert a strong pull in 2022. Jorge added that vinyl wrapping is something she’s seen quite a bit over the last few years. 

“I also see ceramic coating really starting to take off now, particularly in terms of consumer awareness,” she said. “My customers in general would never typically ask for that, but I have people asking for it by name now.” 

Ceramic coating applicators are also faring well. 

“The large-scale adaptation of machine polishing as a prerequisite for superior ceramic results has helped the polisher market grow at an explosive rate,” Griot said. “Our purpose-built machine polishers have done very well as a result of this shift to ceramic surface protection.”

“Strong areas [in restyling] include paint protection film, wrapping film and window tint,” Korvah said. “We’re also seeing more shops doing both vehicle graphics and window film. Those used to be separate specialties.”

An increase in purpose-built vehicles has likewise piqued interest in idiosyncratic styling applications—in a word, “retro,” said Courtney Pahlke, owner of Top Coverage Ltd. 

“With a lot of Jeep and truck builds over the past few years, we’ve noticed a lot of retro color schemes and wheel packages,” she said.

“Now, with the new Bronco appealing to the ‘retro’ market, we’re seeing even more of it, so I think we’ll see a lot of ’80s and ’90s grunge-type colors in the future.”

The SEMA Businesswomen’s Network (SBN) will debut its All-Female Bronco Build at the 2022 SEMA Show. This build features a ’21 Ford Bronco Wildtrak with modifications on all elements, including the suspension, wheels and tires, electrical, lighting, exhaust, intake and wrap. 
The build project kicked off in July with a large group of talented women representing all facets of the automotive industry. The build’s early phase included work at the SEMA Garage in Diamond Bar, California. The Bronco next made its way to the SEMA Garage in Detroit with another group of talented women finishing the Bronco for the Show. This project comes 10 years after the SBN all-female Ford Mustang Build. 
Make sure to stop by the SBN booth #57061 at the Show to see the Bronco build executed by these incredible aftermarket-industry women. The SBN team would like to thank its product sponsors who graciously donated parts as well as the many volunteers who took time from their busy schedules to plan, organize, build and promote this Bronco. In addition, SBN will host two popular events at the Show:

SBN Gear-Up Girl Networking Event

• Date: Wednesday, November 2
• Time: 4:30 p.m.–5:30 p.m.
• Location: LVCC W210

This dynamic mixer brings together generations of female professions and is an opportunity to network and share advice with today’s female youth on pursuing a career in the industry.

SBN Reception

• Date: Wednesday, November 2 
• Time: 5:30 p.m.–7:00 p.m.
• Location: LVCC W210

The annual reception brings together women in the industry for a casual evening of celebration and networking. This event is the ideal time to connect with other SBN members as well as learn more about opportunities within the network. 

For some SEMA Showgoers, Friday has always been “get-away” day to arrive home in time for the weekend. But those who opt to stay through the end of the week are treated to two of the Show’s most iconic—and most popular—attractions. Even if you’ve wrapped up business for the week, be sure to stick around for:   

The SEMA Cruise Presented by CTEK: A caravan of SEMA Show vehicles departs the Convention Center along Silver Drive at Show close—4:00 p.m. on Friday, November 5—with thousands of fans in grandstands along the way. More than 1,000 vehicles will take part in the Cruise, which proceeds toward the West Hall Parking Lot and SEMA Ignited. The festivities include prize giveaways and entertainment, and it’s become one of the Show’s most anticipated events since it’s open to the public.

SEMA Ignited: It’s the official after-party which launches immediately after the Show ends on Friday, November 5. The event takes place in the West Hall Parking Lot—just a short walk away—and is free to all credentialed Show attendees. Introduced in 2014, the annual event is also open to the general public. It’s a great way for Showgoers to unwind from the week while enjoying a night of food, entertainment, drifting demonstrations and more. Gates open at 
3:00 p.m., and your SEMA Show badge serves as your free ticket. For more information, visit www.semaignited.com.

The 2022 SEMA Show will feature an expanded SEMA Electrified (booth #11268). Located in the North Hall, the specialized exhibit will showcase the latest advancements in electric vehicle (EV) technology, including new products and solutions for EV platforms and conversions.

“The EV aftermarket is evolving quickly and continues to change; we’re curating a unique collection of the latest products related to electric vehicles and the aftermarket,” said Tom Gattuso, SEMA vice president of events. “SEMA Electrified will help businesses see the latest trends and understand how the EV market has evolved. Visitors will gain an understanding of the advancements and opportunities for the future.”

Although alternative powertrains currently represent just 1% of the 250 million cars, SUVs and light-duty trucks on American roads, sales and interest in EVs are increasing rapidly. 

According to recent SEMA Market Research, the electric market includes several areas of opportunity for the specialty aftermarket, including the development of parts and products to aid in the conversion of older internal-combustion vehicles; building and modifying new project, racing and purpose-built vehicles; and expertly accessorizing new OEM electric offerings. SEMA is dedicated to helping its member companies identify those opportunities and adapt to the growing segment of the industry.

While SEMA Electrified will highlight the endless possibilities in the electric market, EV projects and products be displayed throughout the SEMA Show.

The Pennzoil “Dare to Perform” Experience is coming to the 2022 SEMA Show. Get up close and personal with the likes of John Hennessey, Chelsea De Nofa, Rhys Millen and many others. Learn about real-world innovation through industry personalities and automotive builders. Step into Pennzoil’s interactive booth and dare to experience the performance and technology that will spark your passion for the road ahead. Plus, don’t miss the chance for fantastic prizes and giveaways throughout the Show Week and be sure to follow the action using the hashtag #PennzoilAtSEMA. You’ll find all the excitement at the Pennzoil booth #81059. For a full schedule of events, visit www.pennzoil.com/sema.

Veteran SEMA Show attendees will notice some big updates to the 2022 SEMA Industry Awards.

As e-commerce expands and data-driven transactions become more routine, the SEMA Warehouse Distributor of the Year award has evolved into the new Channel Partner of the Year award. This award honors the contributions of sales, distributors, retailers and e-commerce channel(s) in the industry as well as distribution companies that support retailers.

The Channel Partner of the Year award, along with the Manufacturer of the Year award, will be presented for the first time at the SEMA Show Kickoff Breakfast on Tuesday morning, November 1, before the SEMA Show officially opens. Previously known as the New Products Awards Breakfast, the morning event makes it possible for winners to promote their honors throughout Show Week.

Other industry awards, including the SEMA Person of the Year, and GEN-III Innovator of the Year, and a first-ever Influencer of the Year award will be presented at the Thursday-evening SEMA Show Industry Awards Banquet.

"The SEMA Industry Awards represent the industry, and as the industry evolves, we're pleased to evolve with it," said Chris Standifer, SEMA project manager of recognition programs.

Dozens of industry leaders and experts will take the stage at the 2022 SEMA Show Education Program. 

Beginning on Monday, October 31, the program will include more than 70 free and premium sessions within 14 tracks. Showgoers may choose individual sessions across different tracks, mixing and matching the offerings for personalized learning that meets their individual needs. 

“The Education Program is one of the SEMA Show’s key pillars, and it’s always been highly rated by participants,” said Pamela Brown-Matthis, SEMA director of education. “We challenged ourselves and pushed to make the program better than ever and are bringing in elite subject-experts and high-profile industry 
leaders.”

New this year are four sessions focused on challenges and opportunities associated with diversity, equity, and inclusion (DEI) in the workplace. The first DEI session, “Diversity and Inclusion: How You Can Advance Equal Opportunity in Your Workplace,” takes place Tuesday, November 1, and will presented by James Pogue, Ph.D., president & CEO of JP Enterprises. Part of the Business Management Track, each DEI session will feature thought leaders, skill-building seminars, networking, inspiring role models, and action-oriented content.

In addition, African American Racers Association Cofounder Chris Harris will moderate “Celebrity Insights.” Featuring automotive celebrities, legends and luminaries with diverse backgrounds and experiences, the one-hour discussion will give attendees a glimpse into the lives of some of their favorite personalities. The session takes place Friday, November 4, along with five other sessions that comprise the brand-new Enthusiast Track program. 

Returning by popular demand is the Leadership Essentials Track, presented by Dale Carnegie. Consisting of six courses spread out over three days, the program can be taken as a whole or individually.  

Also continuing in 2022 are comprehensive programs from partners, including the Society of Collision Repairers (SCRS), the Inter-Industry Conference on Auto Collision Repair (I-CAR), and the Tire Industry Association (TIA). 

Further education information can be found on p. 40. Registrants can sign up for the education program while applying for SEMA Show credentials at 
www.SEMAshow.com/registration. Sessions can also be added through the SEMA Show online dashboard or the mobile app.